Effective Sales Enablement Depends On Your Definition Of "Sales"

During the first week of June, we had one of our quarterly Sales Enablement Leadership Council meetings in Barcelona, Spain. (A leadership council is comprised of executives from leading companies who work with us to set the direction for the near-term and long-term role of sales enablement.) For an entire day, we discussed the application of Forrester’s SIMPLE framework, which is a model designed to help combat the random acts of sales support that persist within most B2B companies, to common sales enablement leadership challenges.

The sheer volume of insight, ideas, new research topics, and techniques shared during that session was tremendous – far too much to share in one blog post. So, I am going to pick two issues that came up.

First off, Tamara, I hear you. I was told point blank that I need to participate in the social community more. I’m going to make a more dedicated effort to do this moving forward, but I need your help. Please tell me what you’d like me to share and how. Honestly, I get a little caught up around the axle about the many deliverable formats I’m responsible for (research reports, teleconferences, conference presentations, facilitating council meetings, client deliverables, etc.) so I would love the coaching from the community on what would be the most useful.

Secondly, at the beginning of our council meeting, we had a good discussion about where the sales enablement profession is heading. I’ve written a very detailed document defining the scope and role of sales enablement strategically, but there is an easier way to summarize the trends based on how you define the word “sales.”

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Velocity, Volume, Value: Can Sales Enablement Professionals Help Drive These Critical Pipeline Metrics?

While the emerging disciplines and practices of effective sales enablement are taking shape as I type, a gut check now and then on progress makes sense. Stories are what I like to hear, because I can judge pretty well whether my organization could do what another did. It's a lot like science – do you think you could duplicate that experiment and get the same results?

This Friday, June 3rd, in Burlington, Mass., I will push some peers on the main stage, and folks in the audience as well, to make real for each other the pains and progress they have experienced in tackling the SE challenge at their organizations during the Mass Technology Leadership Council Summit. To get the conversation started, I will tee up what Forrester is seeing and suggesting, and afterwards we will turn to two panels for more of our collective reality check. The first features two pairs of sales and marketing executives working as a sales enablement team at their respective companies who will share what alignment means in practical terms, and more importantly, what it gets them in the way of enablement results. 

The second panel will go deeper into the tools and techniques each is using to drive some measurable success. And yes, I will push them to get specific . . .

If you have a story to share here, what you did, how you did it, please do. If you want to hear some others and can make it to Burlington, Mass. on Friday, I will look for you.